Talk by Andy Mihalop at SES Conference & Expo in London, February 2012, on PPC Tools of the Trade

1. London | 20–24 Feb, 2012 | #seslondon
Moneysupermarket
• Enterprise level PPC is challenging due to scale and requires automation
through technology and tools to be successful. With emergent data-led
biddable media channels, we need to think about how to structure an
enterprise technology solution.
• Understand the considerations and components for an enterprise PPC and
performance media technology solution.
• Learn which functionality is most important when considering a PPC bid-
management platform.
@andymihalop

2. London | 20–24 Feb, 2012 | #seslondon
Our challenge
 50 product channels
 10 million keywords
 400 campaigns
 5 million negatives
 Technology is critical
@andymihalop

3. London | 20–24 Feb, 2012 | #seslondon
Our world is changing
From To
PPC Biddable media
Search query volume and Behavioural and customer
searcher intent data
Final click Cross-channel measurement
and attribution
Bid-management platform Integrated performance
media technology
Silo channel Enterprise solution
@andymihalop

4. London | 20–24 Feb, 2012 | #seslondon
We need an enterprise technology solution
PPC Attribution
Web Analytics
Bid-Management Management
Platform
Website
Social Media Conversion
Advertising Platform Optimisation
Tag Management Solution
Demand Side
Hitwise
Platform (DSP)
AdGooroo
Enterprise Data
Enterprise Data
SEO Management
Platform Warehouse
Platform (DMP)
@andymihalop

5. London | 20–24 Feb, 2012 | #seslondon
How to approach an enterprise solution
 Business requirements
 Data sources and format
 Platform integration
 KPI definition
 Central reporting and
dashboard
 End-state vision
@andymihalop

6. London | 20–24 Feb, 2012 | #seslondon
Selecting a PPC bid-management platform
MANAGE
BID
SEARCH
SERVE
TRACK
DISPLAY
728x90 Weekly Profit from
ATTRIBUTE Efficient Frontier
468x60
300x250
OPTIMISE
SOCIAL
… PUBLISH Weekly Profit from
… Rules-Based Tool
CAMPAIGN
MULTI-CHANNEL MANAGEMENT BID
CAPABILITY OPTIMISATION
@andymihalop

7. London | 20–24 Feb, 2012 | #seslondon
Build an scalable optimised account structure first
 Campaign structure that scales to 100% coverage
 Updated frequently, accurately and easily
 Will maximise Quality Score before bid-optimisation
@andymihalop

8. London | 20–24 Feb, 2012 | #seslondon
Consider your approach to bid-management
Margin
Portfolio optimisation
maximisation
Advertiser competition
Generic
keywords Brand + generic keywords Generic + modifier + location keywords
e.g. car Brand keywords
e.g. moneysupermarket e.g. Car insurance Ford Focus Leeds
insurance best credit card offers
Head Mid Tail
Search query volume
Predictive modeling enables
advertisers to accurately forecast the
impact of budget changes on
conversions and key performance
metrics
@andymihalop

9. London | 20–24 Feb, 2012 | #seslondon
Use XML feeds for advanced campaign management
All feed columns become available
for account structure creation and
mapping
Dynamically create
keywords from
product feed
Integrate with Google Live Ads
to update ads whilst preserving
Quality Score
Automatically create ad variations
tailored to the ad group theme
@andymihalop

10. London | 20–24 Feb, 2012 | #seslondon
Consider data integration and reporting
@andymihalop

11. London | 20–24 Feb, 2012 | #seslondon
Use dynamic landing pages to enable scale
insurance quote for ford ka
ford fiesta motor insurance
Enables scale - Improves user journey - Maximises Quality Score and conversion
@andymihalop

12. London | 20–24 Feb, 2012 | #seslondon
Hire an Excel whizz and build your own tools
THEMY CRUNCHER
Identifies themes
in SQR’s for new
keywords and Takes an SQR and AdWords Editor
negatives keyword download, identifies
searches matching to incorrect
keywords and outputs negatives for
campaign upload
@andymihalop

13. London | 20–24 Feb, 2012 | #seslondon
Thank you
andy.mihalop@moneysupermarket.com
@andymihalop